Graph Search: New Marketing Opportunities, But Watch Your Privacy

In January Facebook unveiled its Graph Search feature. Not yet available to all users, this powerful new tool will enable extremely specific searching among friends and pages.

This opens up new and exciting opportunities for marketers. As Michael Lazerow, CMO of Salesforce Marketing Cloud, writes, the volume of search queries will give your branded content many more opportunities to be viewed. Additionally, Facebook will now be able to capture intent:

“The combination of social context (what your friends like ) and intent (what you’re looking to buy) will make it possible for advertisers to take Facebook’s already amazing targeting to the next level.”

However, you may want to reevaluate your privacy settings on Facebook. Using Graph Search, people will be able to search through everything you have that’s public: your photos, likes, pages, and posts.

Heed tips on changing your privacy settings from ABC News (find the full report here), like: setting your default preferences to share with friends only, going through your likes and photos too check their visibility, and always staying on top of your privacy settings.